Creating lasting impressions.
Build a powerful presence as unique as you are.
The perfect word that captures what you offer — and resonates. A memorable mark that is your personal signature — a symbol of who you are. A succinct statement that distills what you promise to deliver better than any other.
Your name, logo and tagline evoke what your brand stands for today and tomorrow. They work with other distinct visual and verbal elements to express your unique brand identity. And done well, they create a lasting impression that helps builds a powerful presence in the marketplace — and in people’s hearts and minds.
Click on logos to enlarge and get the project description.
dineEquity
The newly formed parent company for IHOP and Applebee’s became the largest full-service dining company in the world — with more than 3,300 restaurants combined. Baker created the name and tagline to reflect the company’s core expertise in brand revitalization and franchising know-how.
Sears Health & Nutrition Center
Cetalon Corporation is a Canadian-based health and fitness retail company that operates a licensing agreement with Sears. When Cetalon extended its agreement with Sears into the United States market, it needed to create a brand that would connect in the American marketplace. With Sears Health and Nutrition Center, Baker crafted a name and tagline that maintains the equity of the Sears brand, and resonates with American consumers.
Proximy
Proximy is the holding company for Intershore, an international consumer goods import and export company and Centinela Feed and Pet Supplies, a Southern California-based pet food and pet care retail chain. For Proximy, Baker created a name and corporate identity that positioned the company as a leading provider of premium products in its space.
Nationwide
Nationwide, a Fortune 100® company, saw a significant opportunity in creating a true integration of health and productivity services. Baker drew upon a broad perspective of Nationwide’s short- and long-term business goals, to craft Nationwide Better Health, a compelling sub-brand that would effectively integrate three distinct businesses into one company. Baker’s solution would ultimately serve as Nationwide’s benchmark for incorporating acquisitions within its master brand framework.
Nventa: Insight to Impact.
This Southern California-based biotech company needed a name and tagline that would reflect its passion, dynamic energy and innovation in the field of women’s health. Baker created a tagline that speaks to the biotech company’s passionate pursuit of advances in the field of women’s health. As part of the brand program, Baker also developed a name and corporate identity that captured the defining aspects of the Nventa brand and instantly communicated its promise.
Intershore
Intershore is an international consumer goods distributor that imports and exports products between the United States and Asia. Baker developed a distinct, ownable name and corporate identity that effectively communicates the brand’s business focus and international presence.
Disney ABC: Create what’s next.
Disney ABC is a leading global media company, creating and delivering leading-edge entertainment, news, information and technology experiences. To create a competitive advantage in attracting and retaining top talent, and to inspire and motivate all employees, Baker built an employer brand for Disney ABC, with a tagline that captures the culture, approach and goals for each of its business divisions within a single guiding statement.
Cephalon: Deliver more.
As Cephalon transitioned from a small biotech company to a $1.7 billion corporation, it sought to establish and maintain a brand that reflected its innovation and leadership. As part of a corporate brand revitalization program, Baker developed a refreshed corporate identity, along with a tagline that offered the company a limitless number of ways to articulate how they delivered more.
Allergan: Our pursuit. Life’s potential.
Baker developed a brand identity for Allergan that communicates the full breadth of this leading innovative specialty pharmaceutical and medical device company’s products. The resulting system, including a tagline and visual expression, supports the brand’s promise — to pursue potential into specialty areas that make a meaningful difference in people’s lives.
Maguire Aviation: Fueled by higher standards.
As a new fixed base operations company launching at the busiest general aviation airport in the world, Maguire Aviation had to instantly set itself apart in a crowded, highly competitive market. Baker developed a brand platform, corporate identity and tagline that effectively positioned Maguire as the premier service provider in the FBO industry.
Watson: Doing the right thing.
Watson, a global pharmaceutical company, needed to align its various divisions after a major acquisition. By streamlining the company name, refreshing its mark, creating a tagline and a brand architecture, Baker developed a solution that united Watson’s businesses within a single mission, shaped by the company’s strategy and its founding ethos of complementary forces working together.
Nventa: Insight to Impact.
This Southern California-based biotech company needed a name and tagline that would reflect its passion, dynamic energy and innovation in the field of women’s health. Baker created a tagline that speaks to the biotech company’s passionate pursuit of advances in the field of women’s health. As part of the brand program, Baker also developed a name and corporate identity that captured the defining aspects of the Nventa brand and instantly communicated its promise.
UCLA: Taking giant steps.
Campaign UCLA raised more than $3 billion over a ten year period — making it the most successful fund-raising initiative in the history of higher education. As the campaign neared completion, UCLA asked Baker to create a closing campaign that would celebrate the groundbreaking gener-osity — and set the tone for future initiatives. “Taking giant steps” became a rallying cry for the celebration. Not only did it underline the institution’s commitment to advancing humankind, but it took on special meaning, when a monument to the donors was unveiled at the base of the campus’ historic Janss steps.
Earth Tech: A better tomorrow.
Earth Tech, a global provider of engineering, construction and operating services, wanted to simplify its messaging and infuse its brand with the energy of a new CEO’s strategic vision. From its tagline to its website, Baker built a brand identity for Earth Tech that showcases the positive impact its services have on people around the world.
Grandpoint
Grandpoint, a new wealth management bank, needed an identity that would appeal to a client base composed of multiple generations. The solution was a smart, modern wordmark based on a classic typeface redrawn and arranged in a contemporary manner. The gold “point” references wealth, but more importantly, signifies Grandpoint’s unparalleled expertise—always on point.
Tenet HealthCare
Tenet HealthCare, the $10 billion healthcare services provider, had a corporate identity that was no longer in step with the company’s vision. Baker built a system for Tenet that easily accommodated the acquisition of eight well-known Philadelphia hospitals and a teaching university. By presenting the Tenet brand as an endorser, Baker’s solution created a hierarchy that supported the company’s future expansion.
SafeGuard
Going to the dentist doesn’t have to be painful. Safeguard, a specialized dental healthcare marketing company, provides benefits to over one million members across the nation. Baker created a brand identity for Safeguard that communicates the positive attitude, friendly tone and helpful support that characterizes the company’s service experience.
Guidance
Guidance is an online business developer that works with existing companies to launch and manage market-leading e-commerce brands. Baker built an identity for Guidance that articulates the company’s mission and area of expertise, through the use of a compelling visual that captures the many ways that interactive media connects with its audiences.
Telepan
When chef Bill Telepan and partner Jimmy Nicholas opened the eponymous restaurant on Manhattan’s Upper West Side, their simple, skillfully prepared cuisine crafted from seasonal local ingredients swiftly earned them Zagat’s rating of Best Newcomer 2007. Baker created an identity for the duo that invokes aspects of fine dining and farm fresh ingredients, to capture the essence of Bill’s culinary philosophy.
Cobalt
When UK-based former bank Media Capital Partners rebranded itself as a new model of entertainment company, they faced a unique challenge. As a full-service bridge between the financial, production and distribution worlds, they needed to maintain an image of stability and expertise, while reflecting their new focus on entertainment media. Their new identity emphasized the clear purity of their name, expressed in a fresh and contemporary way.
IPRA
The International Public Relations Association needed an updated identity that was easy to reproduce and maintain consistently across a broad range of applications. Baker leveraged the concept behind their existing icon into a simplified, refreshed mark that effectively told the story of their global organization in any application — and any language.
Great Circle Management
Great Circle Family Foods, the holding company for the Krispy Kreme and Oodles of Noodles franchises, wanted to expand their portfolio. Baker streamlined the corporate name to Great Circle and created an identity that supported their business goals. The result clearly communicates the company’s strategic focus on the food industry, and enables them to easily accommodate acquisitions as their business grows.
For more information, contact Baker.